Abstract

Color plays a fundamental role in apparel merchandising, functioning not only as an aesthetic attribute but also as a psychological and communicative stimulus that shapes consumer perception and behavior. This study adopts a qualitative integrative literature
review approach, systematically analyzing scholarly sources from databases including Scopus, Web of Science, Google Scholar, and ScienceDirect. A thematic synthesis method was employed to identify recurring patterns across interdisciplinary research in psychology, marketing, and fashion studies. The study integrates key theoretical frameworks, including Ecological Valence Theory, Color-in-Context Theory, and enclothed cognition, to develop a conceptual framework explaining how color influences consumer responses. Findings reveal that color operates through three interconnected mechanisms: cognitive evaluation, affective response, and conative intent. These dimensions collectively explain how consumers interpret, emotionally respond to, and act upon color cues in apparel environments. The study further highlights the role of cultural variability and contextual factors in shaping color meaning, demonstrating that color perception is dynamic rather than universal. By synthesizing diverse perspectives, this research positions color as a strategic tool in apparel design, branding, and merchandising. The findings offer both theoretical contributions and practical implications for designers, retailers, and marketers in competitive and globalized fashion markets.

Keywords

color psychology, apparel merchandising, consumer behavior, fashion communication, literature review